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Subhasree Kar

Spotify Just Raised U.S. Prices. How Should You Play SPOT Stock in January 2026?

Spotify SPOT United States Daniel Ek Deutsche Bank UBS

Spotify Technology S.A. (SPOT) has kicked off the new year with a strategic move that’s grabbing investor attention: a fresh round of U.S. subscription price increases across its Premium tiers. Starting February 2026, monthly fees for individual plans will rise to $12.99, as Spotify seeks to bolster revenue, expand monetization, and improve profitability in an increasingly competitive streaming landscape. Despite the announcement, Spotify shares fell nearly 4% on Jan. 15.

The increase follows prior U.S. price hikes in July 2023 and June 2024. The price move also comes as Spotify enters 2026 under new leadership, with co-founder Daniel Ek stepping down as CEO, and co-CEOs Gustav Söderström and Alex Norström taking over.

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